The Australian Food and Wine Collaboration Group will make its first return visit later this month when it heads to South Korea for its eighth Taste the Wonders of Australia campaign.
The Collaboration Group, which includes Hort Innovation, Dairy Australia, Wine Australia, Meat and Livestock Australia and Seafood Industry Australia, aims to deepen commercial relationships with key partners in trade, retail and foodservice, reinforcing South Korea as a priority export destination for Australia's premium food and beverages.
South Korea is one of Australia's most significant trade partners, with a population of more than 50 million and dense urban centres.
Two-way trade has nearly doubled since the Korea-Australia Free Trade Agreement (KAFTA) commenced in 2014, rising from $33 billion in 2013 to $71 billion in 2023. For agriculture, South Korea is Australia's third largest market for exports, worth an estimated $4.2 billion in 2024-25.
For Australian horticulture, South Korea is Australia's eighth largest market by value and 10th largest by volume. Australia is South Korea's sixth largest market for horticulture by value and fourth largest by volume in the year ending September 25.
Hort Innovation Australia General Manager, Trade & Biosecurity R&D Dr Mila Bristow said it's important to strengthen an already admirable trade relationship with South Korea.
"South Korea represents a strategically important market for Australian horticulture," Dr Bristow said. "Consumers increasingly expect year-round access to premium produce, which imported product supports, particularly when Australian supply is counter-seasonal.
"Under KAFTA we've seen strong growth in horticulture exports, with table grapes, citrus, macadamias, potatoes and asparagus leading the way. Our focus is on strengthening trusted relationships with South Korean partners to support long-term collaboration."
Dairy Australia's Sustainable International Trade Senior Manager Catherine Taylor said South Korea's appetite for innovation makes it a valuable market for new products and ingredients.
"Cafe culture and product innovation are remarkable in Korea," Ms Taylor said. "It sets the trend in the region. Australian ingredients are also used in Korean-made goods exported across Asia, extending the reach of our agriculture even further."
The market activation in Seoul on February 25 and 26 will feature a Roundtable with industry, trade and government representatives, food and wine workshops presented by renowned Korean chefs and educators, a media conference and a Taste the Wonders of Australia Gala Dinner. It's a format that has proven extremely successful for the group working together as Team Australia under the Nation Brand.
Since the Collaboration Group started its market access program in 2022, it has delivered in-market activations in Thailand, Vietnam, South Korea, Indonesia, Taiwan, Japan and Malaysia.
Over the past three years, the group has met with more than 1,450 government and trade representatives, leveraging the export capability of each sector to drives market access, expand commercial networks and supports long-term growth for Australian producers.
